It was a simple idea: write stuff that people want to read, design it to be inviting, make sure it’s delivered efficiently and use feedback to improve response. Then restart the loop.
The real surprise, when I came up with that concept 20 years ago, was how few customer publishing agencies were actually doing it. And I should know. By then I’d already published magazines for the Post Office, HSBC and Singapore Airlines.
So I set up my own agency and called it Working Titles, because I wanted everything we published to work. Our first client was the Jordan Grand Prix F1 team (now Racing Point).